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Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television

Author

Listed:
  • Uddin, Md. Jamal

    (Hajee Mohammad Danesh Science and Technology University)

  • Rahman, Md. Mostafizur

    (Hajee Mohammad Danesh Science and Technology University)

  • Kalam, Abul

    (Hajee Mohammad Danesh Science and Technology University)

  • Rahman, Md. Ferdush

    (Begum Rokeya University)

Abstract

The main aim of the present study was to identify the influence of advertising effectiveness on the consumer buying decisions of different brands of ‘LED’ television. The study was descriptive. Five television showrooms in Dinajpur district, Bangladesh (Sony, Singer, Samsung, LG, and Walton) were purposively selected for collecting primary data for this study. The respondents were selected using a convenience sampling method that came to the television showroom for purchasing ‘LED’ television. The primary data for this study were collected through a structured questionnaire. The study result shows that advertisement has a positive effect on consumer buying decisions of ‘LED’ television, Sony brand (p =.000 0.05) and the null hypothesis is accepted for LG band and Walton brand p =.000

Suggested Citation

  • Uddin, Md. Jamal & Rahman, Md. Mostafizur & Kalam, Abul & Rahman, Md. Ferdush, 2019. "Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television," Asian Business Review, Asian Business Consortium, vol. 9(3), pages 77-82.
    • Handle: RePEc:ris:asbure:0173
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    More about this item

    Keywords

    Advertising; LED television; Consumer; Buying decision;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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